Mercedes Benz World – experience brand excellence

Move over Disneyland.For the consummate brand experience you’d have to go a long way to beat Mercedes Benz World in Surrey, UK.

A visit to this venue at the old Brooklands racing track was the second biggest surprise of a recent visit to England (the first was balmy warm days).

Billed by an experienced relative as a great way to while away a few hours with four kids aged from six to 16, it turned out to be so much more, not least a valuable reminder of how a real brand experience feels.

Essentially a multi-level, gleaming, architecturally designed car showroom, Mercedes Benz World offers driving experiences for kids and adults, holds corporate functions, boasts a cafe and restaurant, exhibitions, driving video games area, a stunning simulation experience, museum grade old Mercedes models…oh yes, and it also sells cars.

But what really kept the kids engaged is that they can climb in and out of most of the new cars on display.In fact climbing in and out is not just tolerated, it’s encouraged, provided kids are supervised by someone responsible. In this case, an adult used only to driving a rusty Nissan Primera with 200kms on the clock. So whilst impeccably dressed, cheerful, professional sales people went about their business of helping customers choose the right leather trim to match their customised SLK roadster, we tested how far the seats reclined in dozens of brand new shiny cars, whether the drinks holders were designed well and the all important clunk of the closing door.

Aspirations ran high and models were specified for 18 birthday presents (keep dreaming kids).We lingered over the F1 display, questioning how Lewis Hamilton and co squeeze themselves in and out of such tiny cockpits and marvelled at the deconstructed car on display.

Build was an eight minute simulation of a Mercedes being built. In a surround sound, large screen theatre with only 12 luxurious seats, we were tilted and twisted through the Mercedes factory following the progress of one car and left in no doubt about the engineering ingenuity and expertise behind the brand.

All in all, a seriously impressive and surprisingly fun way to spend an afternoon.And back home, Mercedes-Benz has gone from unknown in our house to a regularly name dropped brand

Talk about creating loyalty early. Mickey Mouse is no match for a Gullwing.